If you didn’t know this, you may be in shock… But don’t worry, those results are still very relevant to your initial search. Google knows that if they put results of the highest bidder regardless of the content, they would loose you as a customer.

And they don’t want to loose you! That is why they put up in place a system that monitors the relevancy of each paid ad; making sure that even though the result you see may not be “naturally” the first (it is there because someone is paying to boost his business), it is still very relevant to what you were looking for.

So what’s in it for you? Search Advertising allows you to pick the customers searching for your products & services. It’s the most efficient advertising in existence.

Remarketing Advertising

This advertising is quite powerful: once a visitor to your website leaves, you can place ads on the other websites he goes to.

It’s like someone visiting your store and once he leaves, you are allowed to follow him and say: “Hey! Did you know we have a very special offer for you? If you come back we will make the best offer ever!”. The store would be your website.

If a potential customer has previously been on your website, any time he visits another website we can show him an ad to try to get him back to your website with a great offer.

Example: John is guy who loves candy and building planes. So he goes to your website to buy BestCandyEver. But sadly he finds it too expensive and leaves without buying anything.

At this point you may think you lost him forever. You would be right, but because of remarketing look at what happens:

Later in the day, John navigates to his preferred website on DIY planes.

You might be tempte to think: he definitely doesn’t need any BestCandyEver to build his plane… Yet still, remarketing allows you to place an ad about your sugar on the DIY planes website. What for?

You can tell him about that great offer on BestCandyEver and see if the offer makes him buy.

This is all possible because the remarketing system keeps track of which sites each users went to.

Contextual Advertising

You may be scared by the wording, but don’t worry the concept is very simple.

Contextual adverting allows your business to show ads in websites where content is related to your industry.

Was it clear enough? Let’s see with an example:

Let’s say your business sells sugar. John goes to a cooking recipe website about making candy. One of the ingredients is, of course, sugar. The advertising provider identifies the word sugar in the content and presents your ad about sugar.